April 6, 2025
Sweet Success: Building a Sugaring Empire with Sarah Herbst
Sarah Herbst's remarkable transformation from a struggling single mother to the "million-dollar sugarist" reveals what's possible when passion meets perseverance. Fourteen years ago, Sarah was living with her mom, jobless with a newborn baby, when she encountered someone performing sugaring at a spa. The elegant technique captivated her immediately - not just for its beauty benefits (it cleared up her eczema) but for the profound human connections it facilitated.
"When someone walks in the room to get a Brazilian with you," Sarah explains, "it's almost like they tell you things that they've told no one else. You bond with this person in such a special way." This realization became the foundation for her business philosophy when she eventually opened Sugar Bar in Ohio.
Her success didn't come overnight. Sarah candidly shares how she cried during her first attempts at sugaring and couldn't afford formal training initially. She developed her skills through relentless practice while building relationships with clients who valued both her technique and her authentic care. When opportunity arose to create her own business environment, she took the leap despite doubts about being "cut out" for ownership.
Today, Sarah manages two locations with thirteen employees, having strategically grown by one staff member per year initially. What makes her business model particularly meaningful is her commitment to hiring single mothers and women in recovery - creating opportunities for others facing challenges similar to those she once navigated. "If you have happy employees, you have a good business," she emphasizes, a philosophy that has clearly served her well.
Sarah's latest venture, SugarCon, represents her gift back to the sugaring community. This first-ever convention dedicated entirely to sugaring professionals takes place June 29-30 in Cleveland, bringing together brands, educators, and practitioners from across the industry. For anyone passionate about sugaring or contemplating their own entrepreneurial journey, Sarah's story demonstrates that success comes not just from technical skill, but from genuine connection, community building, and lifting others along your path.
If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway - I’d love to hear how you embrace Sugaring For All!! And while you've got your phone out, make sure to follow us on Instagram @Love2Sugar.
If you are interested in learning more about Radeq Lab's Premium Prebiotic Sugar Line of products, you can find them at www.radeqlab.us.
If you are interested in our business planner you can find the SugarBoss Planner here --->https://www.lulu.com/spotlight/love2sugar
The link to our Monthly SugarBiz Blueprint: https://www.love2sugar.com/offers/cMhp76LA/checkout
Cheers to your Sweet Success!
00:00 - Meeting Sarah Herbst, Million-Dollar Sugarist
04:14 - Sarah's Origin Story as a New Mom
08:34 - Learning to Sugar and Early Challenges
13:23 - Building The Sugar Bar Business
18:43 - Lifting Employees and Creating Work Culture
25:49 - Creating SugarCon, The First Sugaring Convention
30:45 - SugarCon Details and What to Expect
38:22 - Celebrating the Sugaring Community's Growth
WEBVTT
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Hello all and welcome back to this episode of the Sugar Show.
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You know when you meet someone and you just easily hit it off.
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That is this episode of the show.
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This is my time with Sarah Herbst.
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She is the self-proclaimed million-dollar sugarist, and rightfully so.
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She has built a beautiful business in Ohio and she has now taken that to the next level and is sharing her expertise with all of you.
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We talk about that, we talk about how she started in this business, we talk about just what she is all about, and I learned some pretty cool stuff about little Miss Sarah, and I say little miss because she's a tiny little human In addition to being a great human.
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Um, I'm tall and she's a tiny little thing, so I cannot wait to wrap my arms around her live at sugar con and I hope to wrap my arms around many of you as well Um, and really just spend some time taking our businesses to the next level and taking our relationships to the next level, and that's really what our friendship is, and I am looking forward to you getting to experience that.
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So, ladies and gentlemen, sarah Hurst, I've got her here.
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Folks, it's Ms.
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Sarah Hurst.
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Hello everyone, I waved, even though no one can see me.
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Oh, they'll be able to see you.
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Oh, they will.
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Okay, we'll put it on YouTube.
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I've never been on a podcast before.
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Really yes, well, I'm so glad I could be here for your first time.
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This is my first time, I know I'm so excited.
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I love this.
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It's just two chicks hanging out talking about sugar, oh great.
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Yes, I love it.
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Well, welcome to the show, Thank you, thanks for having me.
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I'm I'm very excited about this and I just saw we were saying we can talk about sugaring for days.
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So, yeah, before we uh, before we hit the record button, I mean we really probably could have kept going, but I said we got to get started here, so let's do it.
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These folks are in their treatment rooms cleaning up, or maybe they're walking the dog, or maybe they're on a long road trip and they've chosen this episode to hear all about you.
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And I want to make sure that what we do with this show is talk about sweet success in addition to business and technique and theory and all of that.
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But really the important piece is lifting each other up and and hearing what other people's stories are, so that hopefully it'll resonate with someone in the audience that is similar to you or, you know, just wonders how you got to where you got to, and so thank you for sharing your sweet success, Cause I know the roads aren't necessarily paved in.
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You know candy and and sweetness the whole time.
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Sunshine and rainbows and all of that.
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You know, it's so interesting because when I look back at um, my sugaring journey, and I think about where I started and how I got started, um, it's, it's amazing to think about Um.
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I was just talking with my oldest daughter the other day about when she was a baby, like when she was first born, and I was reminding her that I did not even have a job when she was a tiny, tiny baby, when she was first born, and I lived with my mom and had nothing to my name.
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You know this little tiny baby, and within a few months, you know, I started working at a spa, this second spa that I had worked at, and I watched my boss sugar and I thought it was the most beautiful, elegant thing that I had ever seen in the entire world.
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And this woman that I worked for was extremely successful and busy and she had showed me like a little bit of what to do with the sugar paste and I took some home and I was like off and running, practicing with it constantly.
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I literally thought it was the most amazing thing in the world and it was.
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It was the most amazing thing in the world.
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It eliminated the eczema that I had all over my legs, which made me fall in love with it.
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And from there I kind of realized I'm pretty good at this and I can use this tool to make people feel really good about themselves.
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And then something special happened when I was doing the Brazilians because that was a big service for us I realized that women wanted to be connected with like on a different level.
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In those in those services it was very different and special compared to like when you're doing a facial.
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Even I felt like when someone and you've probably noticed this too, just from years of like being a service provider when someone walks in the room to get a Brazilian with you, it's almost like they tell you things that they've told no one else.
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Like you, within minutes, bond with this person in such a special way.
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And, um, being so young, I had never like experienced that with experienced that before with people of all ages and different backgrounds, and I loved it so much.
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So when I left that place that I was working at, I had a huge clientele that I had built up.
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I knew that I wanted to continue on with how I was treating my clients.
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I went to work for another woman who was absolutely wonderful and amazing, but she had different ideas about how her business should be run, and I didn't agree with it or like it.
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I wanted to be able to continue nurturing my clients the way that I had you know, taking them up to the front desk, making sure their experience was absolutely perfect and phenomenal.
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So then I knew I was going to have my own business someday.
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I didn't start out thinking I was going to be a business owner.
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I felt like that was a lot.
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I didn't know if I was cut out for it, if I was that type of person that could do those things and be in charge of that much, and so it kind of just like fell into my lap and came naturally.
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And I really always say that that I was in the right place at the right time to see sugaring, to fall in love with it at the right time, to see sugaring, to fall in love with it, to bond with people, to know that I was good at doing that.
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And from there I just became a business owner.
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So Sugar Bar was born and I really had the benefit of watching my business grow and bringing on my first employee within that first year.
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Um, and then every year after that I brought on another employee.
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How many do you have now?
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Now I have um 13, which is wild, and two locations, yeah.
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Which is crazy.
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Yeah.
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I'm going to stop you for a moment and I want to bring you way back to that day before you were, when you just started starting sugaring.
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You're a new esthetician, you're a new mom.
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I want to bring you back to that place for just a moment and we're going to bring you forward again.
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What do you remember feeling like?
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Because there's a lot of people that are listening to this right now and they're like oh wait, she's like me.
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I feel like that right now.
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Yeah.
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How many years ago was that?
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Oh my God.
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So my oldest daughter is almost 14.
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Okay.
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So, 14 years ago, right yeah.
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And you're a new mama and you're thinking, oh my gosh, how am I going to, how am I going to make this?
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I don't have a job.
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Yeah.
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Go back to that moment, Cause I want to honor you in that way and and say congratulations, girl, you did it.
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Because I think sometimes we forget where we came from and we forget those moments where we looked up at the ceiling and said how am I going to survive?
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I have this baby and I had two little boys.
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Like, how am I going to feed them?
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How, how, how, what does this look like?
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Right, you're kind of like looking up to the heavens, like for answers, and feeling at the moment you know, as you're laying in bed at two o'clock in the morning, how am I going to do this?
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And and so, first of all, you made it congratulations Cause we forget those days they feel like so long.
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Right, a hundred percent.
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And it's literally how that conversation even started with my daughter is because she we were talking about something that her dad was buying versus I was buying, and she was like I don't want my dad to have to buy that for me, and I was like there was once a time where I also couldn't buy things, you know, or something like that.
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Yeah, just kind of, you know, humbling ourselves for a minute and I that's kind of how it started and I was like I even forget sometimes that, you know, this was all from nothing and we have to remember those things, right.
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Yeah.
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But yeah, when I was new and doing that, it was sort of like I don't know how to explain it.
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I just felt like I knew when I picked up that sugar that I, this was something that I really wanted to be good at.
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And it's important to know for all the people out there listening who are brand new or who are feeling like I don't know how I'm going to do this.
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You guys, I was not good at it right away.
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I cried first few days I was learning it.
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I put sugar on my arm.
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It got stuck.
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It was terrible.
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I was bad at it.
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That same boss I was talking about that.
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I, you know, watched her sugar and she was.
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I thought it was so beautiful.
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She I don't think she let me see sugaring clients for months because she thought I was bad at it.
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Like it wasn't, like I instantly became this like master sugarist.
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Yeah, I couldn't afford to go to an in-person class.
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I had to pay for it myself.
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So I saved up money and it's funny because now I know it costs like I think it was like $500 to go to a class.
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That was like down the street for me, but I still couldn't afford it at that time, you know, Um, and then when I finally did, I'd already been sugaring for a little while, so, and then, maybe a year and a half after that I think, I took an Alexandria class, Um, so anyway.
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So I was kind of like trying to find a lot of educators back then.
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No, there were not.
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Um, it was not a thing.
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And so when we did that Alexandria class at the spa I was working at, I'm pretty sure people came from other spots to train with us because it was like so few and far between that somebody would come to train.
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Like that wasn't a thing back then.
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Yeah, um, so a lot of the things I do today, like with education, with sugaring, are because I had no choice and I was then booked with like 20 clients a day.
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So I had to figure out okay, I have to get every little hair out or else it's not coming back.
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How am I going to do this?
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And, yeah, it just it was.
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It was pretty amazing.
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I remember very clearly those, those first few months of sugaring and all the clients coming in and, um, we were also very blessed that because the sugaring was not well known in Ohio at that time, I think we were one of maybe two spas that offered it.
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Um, we ran a group on sale and we sold like 800 Brazilians in three days or something insane.
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Yeah, so it was pretty, it was a, it was a pretty awesome time.
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Yeah, and then you had to figure out how you sugared all those Cause.
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With Groupon you made like half of the half, oh, like a dollar.
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Yeah, you're basically sugaring for free.
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It covered your expenses.
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That was pretty much it.
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But you know, everybody came back, and so that's why, even today with my business, a lot of people say don't do Groupon.
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I'm like listen, pretend like you're doing it for free and any money you do get is just bonus, and the goal is to get that client to come back to you for the rest of their lives, because that's what you really want to do.
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And we know that once you put sugar on their body, they're coming back.
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Oh, they love the sugar, but they have to love you because lots of people sugar now.
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Yeah.
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And that's something that's very interesting.
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Like now with my salons.
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I think there's at least six or seven sugaring places within 15 minutes and that's pretty wild, how much sugaring there within 15 minutes.
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Um, and that's that's pretty wild, how much they're sugaring.
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there was in Ohio Cause it's a lot and I love that.
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You know, now it's becoming like we're shifting the tide right.
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We're now shifting from, you know, nobody even heard of sugaring, to now there's more and more people doing it, branching out.
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You know, people are really sugaring, which means you need to take your skills to the next, next level, because at the beginning it was kind of like, oh, you know, you were the only sugar you could kind of get away with, maybe not being the best, but you were the only one, yes.
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Now it's like oh, no, no, no, no, they're starting to learn in school, they're learning, you know, in your space they're learning and they're branching out, and now there's more people.
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So we have to really step up our game, which is why it's so critical to learn these advanced skills.
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And yeah, and so I want to keep on your success story really quick, because then we're going to talk about how you can improve your advanced skills if you're in the audience.
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So your sweet success.
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So you now have two locations, which is not for the faint of heart, my friend.
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It is not.
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And I started doing that in COVID during like COVID times, after we were shut down for a little bit and then reopened, I noticed how truly valuable we were to our clients.
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We had a lot of clients that were not going anywhere else because they were afraid of COVID.
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They were afraid of, you know, getting their families sick but they were choosing to come and visit us and I was so honored by that and we did so well in like post-COVID times and it just I really wanted to see can I take my business model and put it anywhere and see how it does?
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So there was a, you know, another location I had always kind of thought of for a second business and it's a little town called Medina, it's about 40 minutes from my first location and it's a very different small town, vibe from my first location, and I kind of was just like let's do it and I put another location there and it was hard and I was like, oh, I'm used to things just working out, you know, and it was a very slow start.
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I don't.
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I wanted to see the same model that I'd done with my first, which was a lot of word of mouth, advertising minus the Groupon could work in that second location and it made it a very slow start for that second business.
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It was.
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I would say it took about six months until we had a more steady clientele, which, in retrospect, looking back, I see how spoiled I was with my first business because, like, listen to what I just said out loud it took six months for us to have a steady clientele.
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Like that's, that's amazing.
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That's incredible.
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Um, and today the business is doing very well and it's three years in and I cannot believe that um, it's there and that I have.
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I'm a multi salon owner.
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It's like the one thing I often do is I will sit in um either of the businesses and just look around and you know um a spiritual person and I'll just like, thank God in the universe that I have any of this, that this is really a reality for me that this happened because I know how um truly blessed I am that these things have worked out Um, but the biggest part of it is the way that we treat people and the way that I teach my staff to treat people and their clients.
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You know I I don't want it to go unnoticed, though that it is it comes with hard work.
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Yeah, it comes with you educating yourself to be a business owner, which is very different than being a good sugar pro.
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You can have all the great skills you like, but you can't educate.
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You can have all the great skills you like, but you don't have those business marketing, networking type skills.
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You might be an amazing owner and not have very great sugar skills.
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That's what you have staff for.
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I think that some people feel like, oh, I'm just going to go solo and then I'm going to.
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You know that'll solve all my problems.
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I don't like this boss, so I'm going to solve all my problems by going solo.
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That you know.
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That's not just it might be God's plan, but a whole lot of work on your part went into it.
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You know.
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I think some people feel like we make it look easy.
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Right, it's faith and a whole lot of sweat.
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You know, because you, you gotta be the first one that shows up in, the last one to leave for a long time.
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I am and um a huge part of it is the way that I treat my employees.
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They are very important to me.
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Their happiness is like on most days.
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Their happiness is my number one priority, even on days where I'm frustrated with them.
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And.
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I think that a lot of owners overlook that fact that if you have happy employees, you have a good business.
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And I've been very, very lucky that I have an amazing staff and they are very self-sufficient, self-motivated, but I put so much effort and energy into making them feel appreciated and comfortable and like loving their work environment and that's been a big part of it, because I always used to say I'm not going into owning a business to make a million dollars, I just want to be happy and I want to love what I do.
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And then then I happened to make a million dollars, which was really awesome and like yay.
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But my main goal in the beginning was I want to enjoy my life and do something that I really love doing and then help other women do what I love doing A lot of what I've learned too.
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So I'm very big into like the recovery community and helping.
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You know women go through that process and stay sober.
00:17:52.737 --> 00:18:05.008
And when I first opened and helping you know women go through that process and stay sober and when I first opened my business, I only hired women that were single moms or in the recovery community that needed that kind of support and so that I could help them.
00:18:05.008 --> 00:18:20.237
You know, care for their families, build up the life that I've built for myself, and over the years I've gotten away from that and had to get away from like specifically hiring those people, but it always turns out that they will find me anyways.
00:18:20.999 --> 00:18:28.366
And so a lot of my staff are going through those journeys and we're kind of doing it together and it's been a beautiful process.
00:18:28.366 --> 00:18:35.925
And so there is that secondary goal for me with my business is to help as many people as possible, and people don't know that, so it's kind of cool.
00:18:36.507 --> 00:18:37.188
That's incredible.
00:18:37.188 --> 00:18:37.888
I love that.
00:18:37.888 --> 00:18:38.856
I love that you're doing that.
00:18:38.856 --> 00:18:40.901
Yeah, For so many reasons.
00:18:40.901 --> 00:19:02.300
You know, um, this, this life is hard and if we can't lift each other up and we can't take each other under each other's wings, you know, and see the good in people, but also the people that work for you, for them to recognize the good work that you're doing and to work hard.
00:19:02.300 --> 00:19:06.965
You know, this isn't given to the owner, whether it's you, me or someone else.
00:19:06.965 --> 00:19:09.939
This was hard work by you and you know.
00:19:10.260 --> 00:19:11.807
I think some people ask me.
00:19:11.807 --> 00:19:13.977
They're like, you know, should I be an employer and a solo?
00:19:13.977 --> 00:19:29.179
And I and I say to them if you're going to be an employee or a solo, doesn't matter, treat as an employee, treat it like it's your own business, and ask yourself am I the best employee I possibly can be?
00:19:29.179 --> 00:19:31.002
Am I showing up early?
00:19:31.002 --> 00:19:33.428
Am I, you know, picking up the little?
00:19:33.428 --> 00:19:39.037
You know dust bunnies on the corner, or am I just leaving that for someone else to do, Cause that's not my job, Right?
00:19:39.678 --> 00:19:43.607
Am I loving on that client but being professional and setting boundaries?
00:19:43.607 --> 00:19:48.203
Am I, um, you know, am I, am I giving 110%?
00:19:48.203 --> 00:19:55.721
Or am I showing up and collecting my hourly Right, Because if your boss is pouring into you, you need to pour into them as well.
00:19:55.721 --> 00:20:05.358
Now, there's plenty of bosses who are not super great, and you recognize that there was one that was amazing and one that was not perfect, which was a learning experience for you as well.
00:20:05.358 --> 00:20:15.775
Right, Like I'm always grateful for those experiences that weren't good, because I can say you know, that's not how I want to run my business experiences that weren't good, because I can say you know, that's not how I want to run my business.
00:20:17.914 --> 00:20:18.478
Oh, a hundred percent.
00:20:18.478 --> 00:20:21.752
I learned so much about what I didn't want to do in my business and how I didn't want to treat people, and those things I carry with me even today.
00:20:21.752 --> 00:20:24.503
Sometimes I hear a little voice in the back of my head that was my first boss.
00:20:24.503 --> 00:20:27.915
This is what she would be saying right now.
00:20:27.915 --> 00:20:29.500
I'm glad I'm not like that, you know.
00:20:29.500 --> 00:20:37.526
And then also I remember how I was as an employee and it also reminds me that there's a reason that I'm the boss and that someone else isn't.
00:20:37.645 --> 00:20:56.038
When I want to get frustrated with somebody, that helps me be a better boss and I just have to remind myself there's a reason I'm here and that they're there and employees are such valuable, amazing, important people and I feel like there's nothing wrong with wanting to be an employee.
00:20:56.038 --> 00:21:01.202
And everybody kind of gets into this industry and thinks that they want to just be their own boss or be solo.
00:21:01.202 --> 00:21:13.144
And a lot of my employees have said, like I'm so content working here, I'll try to give them more responsibility, or, you know, I want you to do this or that, and they're like I'm good, like I'm really happy.
00:21:13.183 --> 00:21:15.530
Well, think about it you buy all the supplies.
00:21:15.832 --> 00:21:17.980
You're worrying about whether the lights are on.
00:21:18.039 --> 00:21:23.701
I know, right, you're the one that makes sure that the cotton rounds are supplied, and you know, and all of that.
00:21:23.701 --> 00:21:25.615
You're the one that's doing all the marketing and this and that.
00:21:25.615 --> 00:21:33.808
Honestly, like, at the end of the day, if you run your own business, by the time you net it out, you're probably making less than if you were an employee.
00:21:34.048 --> 00:21:34.930
A hundred percent.
00:21:34.930 --> 00:21:36.519
I know my first job.
00:21:36.519 --> 00:21:42.201
I made way more money there than I did in my first few years of business, for sure yeah.
00:21:42.843 --> 00:21:57.609
Yeah, so if you are listening to this and you are an employee, you are valued, you are so important, and if you are not valued, then definitely go somewhere else to be a different person Find somewhere where you are, yes, yes, and you can, you know, hit those levels.
00:22:02.315 --> 00:22:22.838
They're just, you know, netted out instead of you know they're taking the taxes out for you and you don't have to do it yourself you know that too, and that's what I want people that are employees to really you know, employees and solos to really understand is it's about what you're putting into it and about the care and the love that you're putting into your clients and your technique, because if you're hurting people, go get some education, please, or God, go get some extra education.
00:22:22.838 --> 00:22:26.329
I learn, you learn, you know.
00:22:26.329 --> 00:22:28.576
I go to classes and I'm like, well, that's pretty good technique.
00:22:29.017 --> 00:22:30.398
Never thought I'd do it that way, right?
00:22:30.398 --> 00:22:31.441
Oh, a hundred percent.
00:22:31.441 --> 00:22:34.945
I've learned much from other educators, oh for sure.
00:22:34.945 --> 00:22:46.231
Even in the past few years of seeing the way other people do things, my clients laugh because they'll, I'll do something and they'll be like you learned that from so-and-so and I'm like I know I did I love.
00:22:46.252 --> 00:22:52.142
when I see people running around with carrots the carrot analogy I'm like okay, I got, you got a carrot analogy.
00:22:52.982 --> 00:23:08.421
So let's let's shift for a minute because I think that one of the most exciting things I've been doing this a really long time, you've been doing this a really long time we were there when nobody else was sugaring and you know we were trying to really spread the word and you know you go to a trade show and there's no sugar booths.
00:23:08.421 --> 00:23:16.542
You know you would go to, I would speak somewhere and I'm like, right, raise your hands if you've been sugared crickets, you know now it's.
00:23:16.603 --> 00:23:32.347
The tables have turned and there are multiple people in your town that are sugaring and learning and students are learning, and it's just this movement that we prayed about 14 years ago, right, and it is an absolute joy.
00:23:32.347 --> 00:23:44.031
And I am so impressed that you are starting the sugaring convention, the sugar con, because, um, yeah, yeah, it's, thank you for doing that, because it really is.
00:23:44.031 --> 00:23:47.018
We are not in competition with each other.
00:23:47.018 --> 00:23:56.897
Our skills are in competition with other hair removal and it's not even competition, right, it's just a different modality.
00:23:56.897 --> 00:24:00.968
We go to a trade show and there's four sugar booths.
00:24:02.174 --> 00:24:06.104
Hallelujah, number one, number two, guess what?
00:24:06.104 --> 00:24:08.167
There's 200 skincare booths.
00:24:08.167 --> 00:24:20.395
Yes, maybe in my lifetime I will see you know 10 or 12 sugar companies you know at a booth I don't know if there'll be 200, but, um, but really, truly, there's enough hoo-hahs for everyone.
00:24:20.395 --> 00:24:24.963
There is enough, you know States and cities for us to be in.
00:24:24.963 --> 00:24:31.644
We should, together be lifting each other up as sugar pros and saying you know what you sugar.
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